A MEN'S FASHION REVOLUTION COMES TO CHARLOTTE

Alton Lane co-founder Colin Hunter visited Charlotte recently to launch the company's newest store. Located at 2000 South Boulevard at Atherton Mill in South end, it uses cutting edge 3D technology to offer custom men's clothing at reasonable price points.

Alton Lane is revolutionizing the way men buy clothes by offering  bespoke suits, shirts, tuxes and accessories at relatively reasonable prices. And now the men in your life can be on the cutting edge too at Alton Lane's new Charlotte store that recently opened at Atherton Mill in South End. 

Co-founder Colin Hunter gave us a private tour of the handsome showroom that's a mix of manly elegance in a social club setting with a shot of whimsy. And some real shots - there's a bar in the center of the store stocked with customers' favorite libations. 

A suit made of fine worsted wool is Alton Lane co-founder Colin Hunter's pick for men who travel a lot because it will not wrinkle. 

There's already a built-in fan base of 100 Charlotte men who have shopped at Alton Lane's other stores in New York, Washington, Boston, Dallas, Richmond, Chicago, San Francisco, Atlanta, Nashville, Savannah and Charlottesville. That number is sure to grow as word spreads about the store's unique concept and the quality of its clothing.

Because all of Alton Lane's clothes are especially made for each customer, men can add personalized details including special colored stitching on the last button of a jacket's sleeve. Men in Charlotte are choosing colors as a nod to their favorite sports teams such as teal for Hornets fans and Garnet for Gamecocks fans.

Who is the Alton Lane man? They are all ages and sizes but they have one thing in common. "Our customers want to look relevant and confident," Colin says. 

The pioneering idea that Colin and his business partner Peyton Jenkins had that's made their business such a success is to give men Saville Row quality clothes using 3D technology - all at reasonable prices with outstanding customer service.

The Founders Table at Alton Lane's new Charlotte store showcases unique items from around the world that are favorites of Alton Lane co-founders Colin Hunter and Peyton Jenkins. Most are priced under $100, including a selection of Italian silk ties (top left) that cost $95. 

New customers hop into the store's 3D body scanning booth (made by a company in Cary, N.C.) and within 30 seconds it takes 300 measurements ensuring that the clothes fit them perfectly. The store's staff works with clients to pick out the perfect clothes for their lifestyle by showing them samples of the different cuts, materials and patterns that are available.

Samples of the array of different custom shirt options at Alton Lane's new Charlotte store.

The cloth is from the best mills in the world - the same places that supply famous men's luxury clothing brands. "There are only 8 or 10 luxury mills in Europe and everything comes from them," Colin says. "They're in Italy, England, Belgium and Scotland and they are very select about who they work with but we've been able to build relationships with them."

Soon women may be able to join the Alton Lane club. Colin hopes to have stores offering custom luxury clothing for women up and running in two years.

Alton Lane, 2000 South Boulevard, Suite 440, at Atherton Mill in South End. Hours are 10 a.m.-8 p.m. Tuesday-Saturday. Details: 888-800-8616; www.altonlane.com.